No One Way x Footaction

The Challenge

Footaction needed a back-to-school campaign that felt big enough for national audience reach yet retained local authenticity. Facing a tight six-week window, they wanted to drive brand awareness and engagement among Black youth and reclaim cultural credibility across PR, digital, and in-store experiences.

The Insight

There’s no single way to define personal style, and the same goes for how brands show up in culture. We needed a campaign that honored individuality, elevated real voices, and allowed local teams to tailor the experience to their communities.

The Idea

We created “No One Way”, a hybrid campaign blending national visibility with hyper-local activation. I led brand and campaign strategy—identifying rising cultural influencers, steering creative narrative, and designing a scalable blueprint that local teams could execute in their markets.

The heart of the campaign:

Four influencer-led photoshoots produced and staffed across four major markets
Four in-store events with curated looks and custom t-shirt drops
A launch event attended by 16 leading journalists, 4 regional Footaction Creative Directors, DJ Enuff, and influencers, generating social, earned, and paid visibility
An in-store performance by Sheck Wes performing “Mo Bamba,” followed by a Harlem give-back event featuring Sheck and community icon Mo Bamba
A burst of digital and physical assets—custom IG ads and stories, website lookbooks, store collateral, landing pages, and t-shirt designs to amplify both national messaging and local moments

Plus, Footaction continued to use the “No One Way” platform for the following years, setting a long-term model for culturally driven campaigns.

The Impact